Which is the most crowded eCommerce marketplace in the world?
It’s Amazon Indeed.
With over 25 million online stores in the world, Amazon is the highest revenue-generating eCommerce industry that has the largest marketplace in the world.
And it keeps on adding hundreds of seller on a daily basis.
The larger the market place, the higher the competition.
The basic goal for every Amazon seller is the same. This is what successful Amazon Selling is all about.
Once you gain a sustainable organic position, you can earn millions of dollars in just a week.
With high competition, sellers are more careful about their listing than ever before. There are few significant factors that actually matter in Amazon as they are a part of the A9 Amazon Ranking Algorithm.
Let me tell you, all of them are equally important in gaining a reasonable ranking on Amazon. However, it is in fact, the A+ Content Manager (EBC), which adds an additional push to your Amazon Listing.
Amazon recently updated its seller central by replacing EBC with A+ Content Manager. The addition of new modules in A+ has improved the look-like of seller central to a much larger extend. Moreover, the new EBC (A+ Content) is more user friendly as it provides a seamless experience to both sellers and vendors.
So, Amazon EBC and A+ content is mostly the same thing. But, A+ content is the modified form and have replaced EBC in the recent Amazon Update.
Amazon provides a way to improve sales through content. The feature is known as the EBC.
Understanding A+ Content
The Amazon A+ Content, also known as Amazon EBC is the Feature that enables the sellers to modify their listings with rich content.
It is about writing a perfect piece of content that should describe the brand value and product features.
The feature allows the sellers to enrich their listing with rich content and add attractive images. Which in turn increases the brand quality and the trust level of customers.
What can you achieve with the perfect Amazon EBC?
A perfectly written Enhance Brand Content increases the conversion rate (CR), sales, and Click-through Rate (CTR) of a listing because they convince the customer in making a purchase.
The purchase not only increases your revenue but also it improves the organic position of your product.
The feature is free for Amazon Sellers that don’t cost a penny and is quite convenient to use.
Guidelines & Rules for A+ Content
Amazon EBC vs A+Content
Amazon A+ is available for the sellers in Amazon. This means that the seller’s brand must be authorized with Amazon’s Brand Registry.
Best of all, it is available for free. If existing EBC isn’t driving the results, you can always delete or edit it.
Due to a large number of sellers diving into the Amazon market place, the registered sellers get more authority on their product listings in 2019.
Top Benefits of A+ Content:
The number #1 benefit of A+ is that it’s free for all users. It allows the seller to choose a template of its choice for their listings. Some significant benefits are described below in detailed:
- A+ Promotes the Brand Value:
Let’s get into the customer shoes for a moment!
Ask yourself this question; if you are caught between 2 similar products and one has a better A+, which one would you prefer to buy?
Therefore, EBC promotes a sense of trust and value to a particular brand in the customer’s mind.
Moreover, it can attract audiences irrespective of age and sex.
A better EBC can make a long-lasting impression for the brand, which helps to convert the audience into customers.
- It increases sales:
After photography, the next thing that plays an ideal role in convincing customer to make a purchase in indeed “EBC”.
Engaging and appealing content is more likely to bring sales and revenue for a brand. In fact, this is the basic rule of thumb for any eCommerce business.
When choosing Amazon EBC design, consider the one that is relevant to your product and can be appealing at the same time.
- It prevents cancellation and negative reviews
A comprehensive content will give the customer a clear idea about the product he is buying. With every detail mentioned, negative reviews are less likely to happen.
The basic idea is that the customer should know what he is buying. Moreover, false specs and irrelevant features can be very bad for your brand.
Therefore; make the content appealing but, it should be real at the same time.
- A+ Increases the Engagement Rate
It is a matter of fact that the images play the initial part in Amazon. That’s why, the need for photography is must in A9 Amazon Ranking Algorithm.
When someone finds a listing attractive merely due to the pictures attached to it, they click on the product to inquire further about the product. The rest of the decision depends upon the A+ template.
Now, there can be 2 things possible:
Either, the user will leave right away and will increase the bounce rate of the product. It should be noted that Bounce Rate devalues a listing and its relevancy. Because it gives an impression to the A9 algorithm that either the listing isn’t appropriate or it isn’t relevant.
Or, the user will actually place an order. With the placement of good A+ on a listing, chances are higher that the views will convert into sales. Or at least, it will increase the engagement rate which in turn, will boost the organic ranking of the product.
Creating A+ Content in Amazon
Before we go into that, you need to learn the right content strategy for Amazon Listings in accordance with the A9 Amazon Ranking Algorithm that can drive results and sales to your business.
Creating A+ in Amazon is arguably easy because it’s quite user friendly as compared to Amazon EBC.
- Login to your Seller central Account as provided by the Amazon.
- Click on Advertising
- In the drop-down menu, you will see the option “A+”
- After clicking the A+, you will be directed to choose the ASIN of the specific product that you want to use the A+ listing
- Select the appealing template for your listing and upload the images and content accordingly.
Note: The approval for A+ takes time. So there is no need to panic.
Amazon takes at least 1 week before approving any A+. This is because it checks that each and everything is according to its policy and standards.
You’re A+ Content can be rejected and it is something that happens very often. The reasons for the rejection are always mentioned by Amazon.
My Final Take on A+
I can’t say for sure that the content put on A+ is indexed by Amazon or not. However, leaving it empty is never a wise option.
A+ can fill the remaining gap that is preventing you to get sales. If you haven’t been focusing hard on your content, you should do it now!
If the previous A+ for a certain listing hasn’t helped you, change it. Take inspirations from similar brands and create something unique of your own.
Alina is a content marketing specialist at AMZ One Step, where she writes about Amazon Marketplace and helps sellers in planning out a multi-channel strategy for their Amazon Business. Besides that, she likes talking about Art, Psychology and Astronomy.